While it may not be apparent from the outside, a number of Price Rite locations statewide are undergoing a series of changes as the grocer introduces a new look to its Connecticut market.

The supermarket chain rolled out several in-store changes to locations in Bridgeport and Danbury, as well as in Cromwell, New Britain and Wethersfield as part of a rebranding campaign to meet the shifting demands of customers.

“We spent a lot of time looking at our stores and thinking about ways to create the best possible shopping experience for our customers,” said Jim Dorey, president of Price Rite Marketplace. “Visitors (who come) to the redesigned Price Rite Marketplace stores will find a bright, refreshed space featuring new in-store signage and additions like the ‘Sweet Spot’ dessert case.”

Construction has also begun with stores in Hamden, Torrington, West Hartford, and Willimantic.

Price Rite Marketplace, a subsidiary of Wakefern Food Corporation, began shifting to its new concept late last year in its Secane, Pa., store, with plans to implement the same shift in its markets in other states, according to a news release.

Stores have redesigned and repositioned aisle markers and have added new signs in different parts of the store to make it easier for customers to find what they are looking for. Items have also been rearranged and placed in aisles with similar products to make stores easier to navigate.

“It’s definitely an easier shop now,” said Tom Vizzo, store manager at the Price Rite at 4425 Main St. in Bridgeport. “Everything is more together than we used to do, and the whole program is a lot easier than what we used to do.”

Along with rebranding, Bill Devin, director of operations for Price Rite’s New England market, said the supermarket chain is also working to meet the growing shift in what customers are buying.

While Price Rite features a mix of local, national and private-label products, Devin said stores have been placing a focus on offering an array of healthier alternatives. The grocer recently introduced its Wholesome Pantry brand of organic foods.

“We’ve taken our quality up a notch,” Devin said. “We already had great quality, but consumers wanted healthier options. They wanted Wholesome Pantry items, which are the organic natural peanut butters and stuff like that.”

Price Rite has also introduced new packaging for its store-brand items to up its appeal to customers.

According to Devin, the rebranding campaign has also placed a focus on introducing other programs like manufacturer’s and in-store coupons to help customers save more.

As e-commerce continues to change the way people shop, Devin said the grocery business is looking to meet that shift head on. Price Rite has partnered with Instacart, the same-day grocery delivery service, to allow customers to shop for groceries from home through the website and mobile app.

While in-store shifts have been implemented already, Devin said Price Rite will also see changes to outdoor signage in coming months.

This article has been updated to reflect the correct owner of Price Rite stores.